Each spring our partners from Catalyst Consulting organize the Most Desired Employers survey, the most complex instrument in Romania that assesses the perceptions and expectations of Gen Y-ers and provides an objective measure of the attractiveness of employer brands.
How do Romanian Gen Y-ers behave on the labour market? What employers do they prefer? What makes them tick? How can companies create meaningful employer branding, communication and recruitment marketing campaigns?
The Most Desired Employers in 2013, Romania have been Oracle, Google, Microsoft, Continental, OMV Petrom, IBM, BCR, Orange, P&G, Coca-Cola, Vodafone, BRD, HP, Renault Romania, PwC, Emerson, KPMG, Deloitte, Bosch, ING Bank.
2 3 Microsoft
5 OMV Petrom
12 BRD - Groupe Société Générale
14 Renault Romania
20 ING Bank
Following the 2012 trend, the top is dominated by employers from the technical industries. We witness a recovery of the FMCG industry in the first 10 positions. OMV Petrom continued to rise since last year with another 3 positions, from 8 to 5. Continental, the only company from top 20 that is not present in Bucharest is maintaining a constant presence in top 20 of the Most Desired Employers in Romania, this year ranking 4th. A new entry in top 20 is Bosch, which in the last years has invested resources in opening some manufacturing centers in the western part of the country.
The industries preferred by the technical background employees are software development, automotive and Oil/Gas. In comparison to 2012, people show more interest in the BPO industry and IT support and to a lower extent in industries like telecom or hardware producing. The ones with economics educational background want to work in banks, consultancy and audit.
When asked what are their professional objectives, candidates answered that they are interested in becoming specialists (58,65%), have work-life balance (48,50%), be well paid (47,93%). In comparison to 2012 the interest for high salary packages has dropped to the benefit of work-life balance.
The search for talents on a more mature market can be a challenge for any company. If before they had a time span of 2-3 years to develop and implement a strategy for finding and retaining the talent, now, the competition on the market requires a more rapid reaction. Even top employers constantly search for ways to find and retain talent. Thus, companies in Romania should know that for young professionals the most important criteria in choosing an employer are the salary and benefits package (47,12%), company’s image (36,59%), training programs (36,33%) and safe jobs (35,86%).
Criteria for choosing an employer
N*Romania = 8762
The survey highlights different salary expectations for candidates from Bucharest and outside Bucharest. Bucharest residents have salary expectations with 25% higher than the rest of the country, regardless the experience level. Also, people with technical educational background want salaries higher with 30% than people with economical educational background.
In 2013, Bucharest non-experienced youngsters’ salary expectations have risen with 10% in comparison to 2012, from 288 Euro net (1,300 RON net) to 333 Euro net (1,500 RON net) monthly, on average. For young professionals with 3 to 5 years of experience, salary expectations increased from 710 Euro net (3,200 RON net) to 776 Euro net (3,500 RON net) monthly.
There is still a high discrepancy between the most used communication channels for finding out information about employers and interacting with them, and the ones that candidates really prefer. This means that there is still room for improvement when it comes to communicating with potential employees.
N*Romania = 8762
An obvious trend in the companies’ communication strategies is adapting to social media. These networks are a preferred and used communication channel both by employers and employees. 31% of the candidates in Romnia find out about an employer from social media networks and 20% of the candidates really want to find this type of information from social media. For employers, using this sort of communication channels helps them in maintaining the talent pool up to date with their latest activities while also strengthening their employer brand.
Another aspect that should be taken into consideration by the employees in their search for talent, is that 57% of the talent pool in Romania does not apply for a job at the company positioned on the first place in their preferences. Moreover, 53% of the students and young professionals do not have in mind any preferred employer. This percentage significantly increased since 2012, when only 30% could not name a top of mind preferred employer. Once they get some professional experience, their options regarding the preferred employers start to be clearer, but when they get to have more than 5 years of experience, they are again rather undecided.
The results for the 2014 will be available in May. We are really curious how the ranks & preferences will look like this year.
Drop us an email if you plan to create, fine-tune or localize to Romania your global employer branding & recruitment marketing strategies, measure the results of your campaigns in Romania, compare your positioning in other countries with local data or simply expand your team.